Why is visitor satisfaction so important?

Most business owners and heads of organization firmly believe that visitor satisfaction is definitely something to aim for. There are some researchers, however, who are convinced that satisfied stakeholders are not necessarily loyal stakeholders. Hence, they argue that measuring visitor satisfaction is a waste of time and that it’s stakeholders loyalty that should be tracked instead. Do you, too, find yourself wondering if visitor satisfaction really matters? This article lists three reasons why visitor satisfaction is crucially important for any organization.

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The stats speak for themselves

Next to the many reasons why visitor satisfaction is important, the numbers actually speak for themselves already. So we figured we’d go over them first. For example, did you know that:

In an organization with high customer satisfaction such as Zappos, 70 to 75 percent of all purchases are made by returning customers. Moreover, again in the case of Zappos, returning customers tend to order more than twice the amount they ordered as new customers.

The importance of visitor satisfaction

Still not convinced? These reasons are definitely worth a read:

1. Stakeholders are more expensive to gain than to retain

Gaining new stakeholders is more expensive than retaining the ones you already have. Think about it: treating a stakeholder to a friendly smile costs your organization nothing. The ad campaign that attracted the visitors to your business in the first place, however, does.

2. An unsatisfied stakeholder can never be a loyal stakeholder

No matter how great your organization compares to the competition, visitor satisfaction is important if you want stakeholders to stick with you. Unsatisfied people will always take their business elsewhere, even if it means giving up advantages only your organization offers.

Did you know? Rather than pushing customer service staff to sell, sell, sell and hang up the phone as quickly as possible, Zappos encourages them to establish an emotional connection with the customers they talk to. It doesn’t even matter if they make a sale. Zappos’ longest call lasted for 8 hours – and the sales rep was lauded for it.

3. You can’t measure success without measuring visitor satisfaction

Sure, you’ve got your goals all set out and you’re meeting all the deadlines. But what if your target audience actually prefers a different approach? Without measuring visitor satisfaction, you can never be sure if you’re on the right track in the long run.

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